Reverse-engineering Google’s "Skip Button Guarantee"
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Reverse-engineering Google’s "Skip Button Guarantee"
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Re: Reverse-engineering Google’s "Skip Button Guarantee"
#2> But Adalytics’ reporting, which has not been independently verified by Check My Ads, tells a different story.
Take it with a grain of salt
Re: Reverse-engineering Google’s "Skip Button Guarantee"
#3Almost the entirety of Google's business is outright grift. From selling malicious ads, to forcing people to pay to stay on top of search for their own brand name, to tricks like this where ads are dishonestly sold or Google uses its position on both sides of the market to artificially boost prices, nothing about this company is or should be considered legitimate.
They simply operate as a taxation on businesses for junk marketing that, at best, treads water with organic results. And that filters down to every price we pay as consumers.
When you read stories like this, remember that you are paying more for everything so Google can do this trash.
Re: Reverse-engineering Google’s "Skip Button Guarantee"
#4Don't most advertisers invest in their own methods to tell if the ads they are buying are giving them value or not? I imagine that advertisers should have a pretty good idea of the quality of what they are buying.
Re: Reverse-engineering Google’s "Skip Button Guarantee"
#5The original source article seems to be https://adalytics.io/blog/invalid-google-video-partner-truev...
Re: Reverse-engineering Google’s "Skip Button Guarantee"
#6I feel like this is kind of an open secret and the analytics about an ad that google or facebook give to advertisers must be taken with a grain of salt.
That is why every serious advertiser runs their own analytics about how many people visited their site from the ad, return per ad spend etc.
Of course this is harder to do on broader, brand awareness campaigns but can still be tracked to an extent.
Re: Reverse-engineering Google’s "Skip Button Guarantee"
#7Oh no the people pumping this fetid garbage at me are being ripped off? Be still my beating heart.
Re: Reverse-engineering Google’s "Skip Button Guarantee"
#8Don't most advertisers invest in their own methods to tell if the ads they are buying are giving them value or not? I imagine that advertisers should have a pretty good idea of the quality of what they are buying.
Thats correct, in my previous company, we had a full internal infrastructure that provides daily or hourly perforamnce of advertisements that hits all major social media APIs.
Re: Reverse-engineering Google’s "Skip Button Guarantee"
#9This story is complex. If there was an obvious way for CMOs at major brands to distill this issue, such as a metric, they would do it. But instead, if they are brand advertising, they want a CPM that "looks right," and Google delivers that to them with garbage inventory. If they want pure return-on-advertising-spend, Google will show to people it knows will impulse buy, but the ads will be insanely expensive. You can't just arbitrage this as an ad buyer. Anyway, the agencies and media buyers in between the CMO and Google are aligned with Google, because they are paid a budget premium, so it's really their fault that they do not care about fraud.
My disclosure is: I make a purely interactive ad product that only appears in first-party inventory like in social media feeds. In my opinion this is a non-issue if you... Make ads people like.
Here's an example of a highly successful interactive ad creative: https://appmana.com/watch/virtualtestdrive - per 1 million visits, the average engagement time was 65s. A typical video ad has a median of 0s of watch time, and 2.1s on average (hence 5s YouTube ads).
There's nothing new here. Even John Oliver will talk about ads people like: https://www.youtube.com/watch?v=8Kfx2fANELo.
At the end of the day, either you make a good creative or you don't. Everything else is noise.
Re: Reverse-engineering Google’s "Skip Button Guarantee"
#10Don't most advertisers invest in their own methods to tell if the ads they are buying are giving them value or not? I imagine that advertisers should have a pretty good idea of the quality of what they are buying.
Sure, if you're a medium-large company with a whole marketing department. But Google has a massive long tail of small businesses who have no chance of doing that kind of analysis.